For All Maritime

Norwegian Cruise Line, the innovator in global cruise travel, is unveiling a new brand platform inspired by its iconic 90s tagline, “It’s Different Out Here.” The nearly 60-year-old brand made the decision to bring back its tagline with a modern emotional edge to meet the expectations of today’s families and seasoned travelers.

Developed in partnership with Arnold Worldwide, the refreshed brand platform reframes what cruising can feel like and leans into a world where memories matter more than offerings, and the freedom to be fully present is the ultimate goal of any vacation, replacing the industry’s obsession with scaling up and attraction overload.

The new platform is rooted in NCL’s history as a pioneer of cruising and the creator of “Freestyle Cruising,” which eliminated rigid traditional dining and entertainment schedules and allowed guests to dine where, when and with whom they wish. The new positioning celebrates the disruptor mentality that has always set NCL apart and is now reimagined for travelers who value curated experiences, flexibility and meaningful time with their loved ones where they can be fully present.

The centerpiece of the national effort is a TV campaign, “For All Maritime,” a cinematic narrative celebrating travelers who reject outdated norms and embrace the freedom and flexibility NCL was built to offer.

For as long as people have sailed, there have always been those who longed for more flexibility. The film follows that spirit across maritime history, spotlighting the intrepid sailors who have never fit neatly into stuffy nautical tradition.

Directed by Jim Jenkins of O Positive, the first :30 spot, “Flip Flops,” contrasts the strict traditions of a British Royal Navy ship with the relaxed atmosphere and “flip-flops cool” environment reflective of the “cruise casual” dress code on an NCL cruise. The spot ends with the super: “It’s Different Out Here.”

Additional spots, including a :60 hero and two more :30s, will launch later in January.

The national, integrated campaign will span TV, OOH, digital, social, and radio, with additional emphasis on key source markets.
The new campaign also introduces a completely new look and feel for the brand that sits in stark contrast to the category and takes an approach that focuses on showing the cruiser's point of view, not just the amenities on board. The new visual identity evokes freedom with its airy, fluid, and uncluttered design that gives a sense of presence in the current moment.

The new platform, “It’s Different Out Here,” debuts at the start of a historic year for Norwegian Cruise Line, as the company is set to introduce the 21st ship into its fleet, Norwegian Luna, in March, as well as introduce new enhancements to its private island in the Bahamas, Great Stirrup Cay, including the introduction of Great Tides Waterpark this summer, among other exciting milestones.
The launch marks Arnold’s first work for NCL and signals a full brand transformation under NCL’s new CMO, Kiran Smith, who previously served as CEO of Arnold.